Liquor & Gaming NSW

Talkward

A talkward conversation

Liquor & Gaming NSW is part of the Department of Justice who supports projects and services that aim to reduce and prevent the harms associated with problem gambling by providing awareness gambling help support services.

With issues around problem gambling increasing in society, and realising that starting a conversation with a friend of or loved one about a taboo topic is awkward, we partnered with LGNSW to design a campaign and platform that would remove the awkwardness by being the awkwardness itself through humour, satire, animation and topical subjects.

Starting with a hashtag of #talkward, we worked to identifying personas and attributes of the audiences we needed to connect. Insights drove the conversation towards Facebook which became the channel of communication. We created a suite of characters, situations and awkward conversations to encourage users to take the conversation one step further to build and share a personalised movie to kickstart the talkward conversation.

The month-long Facebook campaign reached 3.2 million people, had 51k site visits, generated 6k social post engagements and started thousands of conversations around problem gambling in NSW.